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Euromonitor predicts global drinks industry volume will grow nearly 10% by 2019

Published:  05 May, 2015

New data on the alcoholic drinks industry from Euromonitor International found that despite total volume growth for 2014 remaining relatively unchanged (0.8%) for the second year in a row, the industry is expected to grow by more than 20b litres in the next four years.

New data on the alcoholic drinks industry from Euromonitor International found that despite total volume growth for 2014 remaining relatively unchanged (0.8%) for the second year in a row, the industry is expected to grow by more than 20bn litres in the next four years.

Euromonitor predicts the industry will producer 276bn litres by 2019 up 9.5% from 252bn litres it produced in 2014.

"The figures reflect top line growth globally, but are absolutely relevant to the UK market," said Spiros Malandrakis, senior alcoholic drinks analyst at Euromonitor.

According to the latest data some of the growth will be attributed to the continued shift from white to brown spirits. Specifically, Bourbon whiskey, which saw a 5% increase in 2014, Irish whiskey, which saw an 8% increase, and Japanese whiskeys, which saw a 7%,  will "steal the limelight from Scotch" whisky.

American Bourbon is definitely one of the most interesting categories according to Malandrakis, "not because of size, but because it by far the most dynamic category at the moment."

Cider has also experienced some solid growth with total volume increasing globally almost 9%. The growth has been driven by the success of cider in North America and primarily the United States.

Champagne as a category continues to struggle in its core Western European market, while sparkling wines continues to grow.  "Prosecco and Cava primarily are helping to drive the growth of sparkling wines," said Malandrakis.

Regionally the North American market's growth is on the rise, with total volume up 1% compared to  only 0.3% in 2013. China also grew 1.2% in total volume, which although positive was the slowest volume growth posted since the 1990s. Russia because of a weakening currency and geopolitical instability saw a 6% decline in 2014.

"The seemingly unstoppable emerging market engine is beginning to stall. Geographic diversification?or lack thereof?remains one of the defining factors determining top line success or failure" said Malandrakis.

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